Ten years ago, if you’d told me the gin market would shortly explode and still be gaining sales in 2023, when young people are allegedly drinking less alcohol, my head would have been surprised.
But not my heart. I’ve always loved gin and know that it's a damned good thing. It just needed the right time, the right conditions and some clever marketing to get it back in vogue.
I came across something that reminded me this a few weeks ago, on a late summer holiday to Baska, on the island of Krk in Croatia. Something I had always loved given a bit of reinvention, a bit of borrowing from popular culture - and being lapped up like crazy by people young enough to be my grandchildren.
The event in question was Brass Palmas . This is the beach party event associated with the Woodstock der Blasmusik . The experience was quite surreal. At one end of the beach at Baska there’s a nudist resort.
At the other there are trumpets, tubas, trombones, saxophones.
Buckets of beer and cocktails.
Dirndls, Lederhosen and plenty of Skipton Alfie-style loud beach pyjamas.
Imagine the slightly staid world of oompah music given a large shot of festival/club/Ibiza atmosphere, and there you go. The kind of mix that sounds ridiculous on paper, but just works in reality - and how!
There’s a party boat, a pool party, and non-stop music, dancing and drinking from stupid o’clock onwards.
And behind it all is some very neat marketing - brilliant brand name and logo ... and of course all the merchandise you could possibly want.
It’s a blast!
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